Mark Stone-Chief Creative Officer, Marshall Statt-Creative Director
Nicolette Clark-Copy Editor
Dana Denberg-Associate Creative Director/Copywriter
Jenna Van Thof-Associate Vice President of Special Events
Erin O'Donnell-Account Executive
Challenge: To create an eye catching invitation to attract potential donors and sponsors to Wilmot Cancer Institute’s fundraising gala the Discovery Ball. At the event the challenge was to create a menu outlining the courses for the evening as well as detailing the benefits and cancer fighting properties of the ingredients of each dish.
Execution: The agency designed a booklet format invitation using a variety of paper stocks and combined 4-color printing, letter pressing and foil stamping. The layout had different page sizes, vellum overlays and a built in pocket for reply card and envelope. The content focused on the statistics of how cancer affects our lives and the impact a donation will have on cancer research.
At the event attendees were given a menu booklet that describes the health benefits and cancer fighting properties of ingredients such as lemon, ginger, curry and tumeric. The menu used a stepped sheet format with a vellum overlay and used the same binding clip method as the invitation booklet.
Results: Overall the event was a success with 551 attending the event returning a 22% response rate compared to the typically return rate of 2.9%*. The total funds raised at the event between live auction, silent auction, cash call and other donations returned a ROI of $67,530 to $1 spent. The monies raised have been directed to initiative to further cancer research and have made an impact on many in the Rochester, NY and surrounding areas.
*(source: direct marketing association response report)